Key challenges facing global Chinese brands in Europe

In the 2008 Interbrand's ranking of the most powerful global brands, the first 3 brands are Coca-Cola, IBM and Microsoft. There is no Chinese brand in the top 100. Brands such as Lenovo, Haier, TCL or Huawei start to appear on Western markets but their consumer awareness is still very low. Should we expect to see soon one of these brands in the top 100? Should we expect a rapid development of Chinese brands in Europe? If yes, will they constitute a threat for European brands? The objective of this paper is to understand today's situation of Chinese brands on international and in particular on European markets. First, we will review the development of Chinese brands in China, second we will investigate the strategies of internationalisation they have adopted on international markets and third we will evaluate what is their future prospect.